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Sales Decks for Founders - Founding Sales - December 2015

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Presentation on "sales decks for founders" covering the best way to present your new technology product to a business-to-business buyer.

Presentation is an adaption of a chapter from Founding Sales (book on technology sales for founders and other first-time sellers): https://twitter.com/FoundingSales

Chapter excerpt here: http://firstround.com/review/building-your-best-sales-deck-starts-here/

Published in: Sales
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Sales Decks for Founders - Founding Sales - December 2015

  1. 1. Founding Sales Decks Sales decks that close business.
  2. 2. This slide is here because SlideShare doesn’t allow hyperlinks in the first three slides. https://twitter.com/foundingsales Enjoy this cat picture while I increment the slide count….
  3. 3. As is this one….sorry...don’t know why they do that... https://twitter.com/foundingsales Sorry. The links are important, which is why I’m doing this....
  4. 4. Pete Kazanjy - Product Marketer / Product Manager turned Sales Leader Twitter: @kazanjy (Find me on LinkedIn too.) Founder of Acquired (‘14) by Writing @foundingsales - First “rep” (founder turned rep) - First “sales manager” - First “VP of Sales” - 20 sales reps ; 20 CS reps - New Product Sales Leader - 800 sales reps
  5. 5. Want to watch Pete present this deck live? Video below... https://twitter.com/foundingsales Link to video recording of live presentation.
  6. 6. There are a bunch of ways founders screw up their sales decks. Sales Decks are Broken! (Not really) This presentation is an adaption of a chapter on Sales Decks from Founding Sales. (As excerpted on First Round Review) https://twitter.com/foundingsales
  7. 7. Your fundraising pitch is not your sales pitch. Fundraising materials are for selling a piece of your company. Sales materials are for selling your solution to a prospect who cares. https://twitter.com/foundingsales
  8. 8. Demos are great, but not sufficient. Demos are great...for demonstrating features. But they’re just one part of the sales presentation. “We just do demos.” https://twitter.com/foundingsales
  9. 9. What is the sales deck for? Goal of a sales deck: Visually and textually present your sales narrative to your ideal customer in a way that convinces them to buy your solution. https://twitter.com/foundingsales
  10. 10. Responses to Common Founder Objections https://twitter.com/foundingsales ● It doesn’t have to be beautiful. ● It doesn’t have to be comprehensive. ● It doesn’t have to take a ton of time.
  11. 11. Realities https://twitter.com/foundingsales ● Like your product, start MVP. ● It will change / grow over time. ● Something is better than nothing.
  12. 12. Founding Sales Decks - Your Sales Narrative, Weaponized https://twitter.com/foundingsales ● The Problem and who has it ● Cost of the Problem ● Existing Solutions & their Challenges ● What has changed ● How your solution works ● Quantitative Proof ● Qualitative Proof ● Company-centric Proof ● Why this will be so easy (Customer Success) ● Pricing ● Appendix http://firstround.com/review/To-Build-An-Amazing-Sales-Team-Start-Here-First/ (Google “First Round sales narrative - put it in Pocket ; ) (Also, example TalentBin master deck here) The major components of your deck
  13. 13. Founding Sales Decks - Some examples we’ll use https://twitter.com/foundingsales Recruiting automation software for technical recruiters. Simple financing for eCommerce providers and their customers. Job-posting optimization software. Sales-centric mobile email and CRM client. Recruiting branding automation and SEO software. Recruiting agency revenue acceleration.
  14. 14. Founding Sales Decks - The Problem and Who Has It https://twitter.com/foundingsales ● Start at the beginning. Helps with qualification. ● Can be “fractal” structured - subcomponents. ● Teeing up the issues your solution addresses (via features) ● Can address multiple types of pains (user vs. managers) ● Can be inductive or deductive in approach. I like to go both ways. The Problem and Who Has It
  15. 15. Founding Sales Decks - The Problem and Who Has It https://twitter.com/foundingsales That’ll get your attention! ● Very clear. Sales people not selling. ● Includes sub-pains: CRM updates, prep, follow up. ● Hints at opportunity cost: close rates, etc. ● Could have a sales manager slide to follow this (Pain points of another constituency).
  16. 16. Founding Sales Decks - The Problem and Who Has It https://twitter.com/foundingsales ● Frame all the issues that could be addressed in a holistic manner. ● Teeing up the specific subcomponents we’re going to address. (Top, middle, bottom) ● Fractal approach to slide creation: zoom in, zoom out. Overarching example of business pain.
  17. 17. Founding Sales Decks - The Problem and Who Has It Subcomponents of business pain, “zoomed in.” https://twitter.com/foundingsales ● Detail of the second layer of the problem statement - crappy jobs page. ● Problem statement call out. ● This should probably be the second detail slide, not first.
  18. 18. Founding Sales Decks - The Problem and Who Has It Subcomponents of business pain, “zoomed in.” https://twitter.com/foundingsales ● Takes the broader framing, and dives in. ● This is a detail problem case from the first layer in the first slide. ● Calls out the pain point - prevent click through, drag on recruiting spend. ● Probably should be the first “detail” slide, right?
  19. 19. Founding Sales Decks - The Problem and Who Has It “Zoomed in” unit pain https://twitter.com/foundingsales ● Another detail pain, on the other side of the Google results. ● OK callout. ● Probably could speak to user frustration here, “Why be held hostage?” ● Could probably speak to the implications of “letting worst employees tell story” => reduced applies, misplaced job expectations.
  20. 20. Founding Sales Decks - The Problem and Who Has It https://twitter.com/foundingsales “Zoomed Out” Rollup pain ● Roll up the implications of these unit pains. “Let’s bring it all home.” ● Summary of implications of unit pains. “Call and response” approach. Very gospel-style ; ) ● Beginning indications of ROI metrics at bottom of rollup pain.
  21. 21. Founding Sales Decks - The Problem and Who Has It Core driver of the problem case - varied per case. https://twitter.com/foundingsales
  22. 22. Founding Sales Decks - The Problem and Who Has It “Zoomed in” implications of problem case. https://twitter.com/foundingsales ● Detail proof of the abstract problem root cause described in prior slide. ● Explanation in sub-headline. ● Good specific comparison of good and bad cases. ● Add a little comedy. Why not!
  23. 23. Founding Sales Decks - The Problem and Who Has It “Zoomed in” implications of problem. https://twitter.com/foundingsales ● Knock-on implication of previous pain. ● Good callouts of bad, worse, worst implications ● Both rollup stats and unit examples.
  24. 24. Founding Sales Decks - The Problem and Who Has It https://twitter.com/foundingsales Extension of first type of business pain. ● Proof of the implications of one of the core pains. ● “Do you find you have this issue?” ● Could have better callouts. Relies a lot on presenter comment.
  25. 25. Founding Sales Decks - The Problem and Who Has It Extension of first type of business pain. https://twitter.com/foundingsales ● Rollup “zoom out” of that previous implication. ● Third party data source as validator / benchmark. ● Sneaky color usage.
  26. 26. Founding Sales Decks - The Problem and Who Has It Anecdata can be helpful too.https://twitter.com/foundingsales
  27. 27. Founding Sales Decks - The Cost of the Problem https://twitter.com/foundingsales ● Get to the nuts and bolts, dollars and cents. ● Document the costs or opportunity costs of the pain point. ● Should correlate to the pain points you discussed - cost per each. ● Generalities can be good, but per-unit costs can be good too. ● In the absence of costs, can use proxies. ● Make it as easy as possible to make personal to prospect. The Cost of the Problem
  28. 28. Founding Sales Decks - The Cost of the Problem https://twitter.com/foundingsales ● This is where we frame the pain points we will say our solution fixes. ● Make sure to tease out the individual pain points. ● Later we’ll correlate our solution and its features to resolving these costs (or opportunity costs).
  29. 29. Founding Sales Decks - The Cost of the Problem https://twitter.com/foundingsales Indicating the magnitude of pain and likelihood of resolution.
  30. 30. Founding Sales Decks - Existing solutions and their challenges https://twitter.com/foundingsales ● Touchy topic. Don’t want to bring in competitors per se. ● But helpful to frame off of industry standards. ● “X is broken” does not count. That’s lazy. ● Can be actual products that are in-market, but can be services / internal behaviors, too. Existing Solutions and their Challenges
  31. 31. Founding Sales Decks - Existing solutions and their challenges https://twitter.com/foundingsales Quantitative indicators. ● Enumerate quantitative measures of the shortfall. (e.g., search results, response rates, etc.) ● Correlate those quantitative / qualitative shortfalls to the buckets of pain points. ● Can do so for each of the “standards” or a rollup of them.
  32. 32. Founding Sales Decks - Existing solutions and their challenges https://twitter.com/foundingsales Qualitative indicators.
  33. 33. Founding Sales Decks - What has changed https://twitter.com/foundingsales ● What changed to create and scale this problem? ● What changed to enable this new sorcery? ● Visualization / data / etc. ● Helps with “Why now?” What has changed?
  34. 34. Founding Sales Decks - What has changed Overarching Change Examples https://twitter.com/foundingsales
  35. 35. Founding Sales Decks - How the solution works https://twitter.com/foundingsales ● Fractal model of messaging buckets & supporting features. ● Tie to messaging buckets of pain. ● Not a demo (do the demo), but can stand in. ● Conceptual visualizations. Feature Visualizations. ● Screenshots / Animated Gifs of actual product. ● Features and correlated proof points. How our Solution Works
  36. 36. Founding Sales Decks - How the Solution Works Concept Visualization https://twitter.com/foundingsales ● Conceptual representation of how the solution works. ● Nail the concept so everything else that follows has a solid bedrock. ● Visual and textual explanation. ● Visual unit proof example.
  37. 37. Founding Sales Decks - How the Solution Works Current World v. New World https://twitter.com/foundingsales ● Visual comparison to something that the user likely already knows. ● “See, we’re like this well known and solid thing, but in this different way!”
  38. 38. Founding Sales Decks - How the Solution Works Overarching “story” and chapters Sub-chapter (“Zoomed in”) https://twitter.com/foundingsales “Fractal” approach
  39. 39. Founding Sales Decks - How the Solution Works “Chapter” detail with value props. https://twitter.com/foundingsales ● Aggregation of screenshots that tell a story. ● Good value prop callouts. ● ROI arguments. ● Conceptual visual, too. “Oh, I get it. Multiple mails. Nice.”
  40. 40. Founding Sales Decks - How the Solution Works Chapter detail (mediocre value prop use!) https://twitter.com/foundingsales ● Can be as simple as a screenshot and header. ● Though probably better handled in Demo. ● But in a pinch, and can be used in Appendix.
  41. 41. Founding Sales Decks - How the Solution Works Concept Visualization https://twitter.com/foundingsales ● Flow charting can cut two ways. Avoid too much complexity, but with simplicity can be great. ● Great call out at the top “Looks like a credit card” (comparison to something that is well known and known-good.)
  42. 42. Founding Sales Decks - How the Solution Works https://twitter.com/foundingsales Feature Visualization ● Conceptual visualization of a feature. ● Hybrid of screenshot approach and conceptual approach (nice if you have design resources!) ● But could be done in a more MVP way too, and be ok.
  43. 43. Founding Sales Decks - How the Solution Works Quasi-demo https://twitter.com/foundingsales ● If your product is fairly simple, you can have a quasi demo. ● Better of course to do a true demo, but good for a takeaway (show the boss), or if your product craps out during demo.
  44. 44. Founding Sales Decks - How the Solution Works https://twitter.com/foundingsales ● Demo that is heavily customized to the client. ● “Offline demo” slides if you are without network / don’t have time. ● But don’t do both! Hooboy, that would be repetitive and boring! : ) ● More on demo scripts here: http: //firstround.com/review/here-are-the- scripts-for-sales-success-emails-calls- and-demos-that-close-deals/ Google “First Round Demo Script” Demo
  45. 45. Founding Sales Decks - Quantitative Proof of a Better Solution https://twitter.com/foundingsales ● ROI proof (in dollars and cents), tying back to cost of business pain (prior section) ● ROI precursors if $$$ ROI proof isn’t there. ● Correlate to your features (which were correlated to pain points, right?) Quantitative Proof of a Better Solution
  46. 46. Founding Sales Decks - Quantitative Proof of a Better Solution ● Points back to the numbers that your narrative framed caring about. ● Ideally closest to the money. ● Can be blinded, but nice if it has a name on it. ● In this case, could be nice to tie to value outputs. Reduced media spend, reduced staffing agency fees. https://twitter.com/foundingsales
  47. 47. Founding Sales Decks - Quantitative Proof of a Better Solution ● Example of pure monetary outcomes, with specifics. ● Great ROI callouts. ● Humanizes it. Can be blinded or can be identified. You can speak to more info. ● Make it easy for them to model that ROI proof onto their situation. (“OK, so I have X many widgets…”) ● This could be better with “HIRABL will drive around $10k in recovered fees per recruiter, per year.” https://twitter.com/foundingsales Blinded ROI proof points
  48. 48. Founding Sales Decks - Quantitative Proof of a Better Solution https://twitter.com/foundingsales Can be ROI precursor data, too. ● What are the precursors to ROI for you solution? ● Compare the status quos / industry standards.
  49. 49. Founding Sales Decks - Quantitative Proof of a Better Solution https://twitter.com/foundingsales Richer ROI precursor “Model” ● This is a little busy, but it’s detailed. ● An “ROI model” addressing key business actions taken by users. ● Great for sending along later for “the boss” to read. ● Good “Greek” and “Russian” material.
  50. 50. Founding Sales Decks - Quantitative Proof of a Better Solution https://twitter.com/foundingsales Aggregated customer results can be good too. ● Show them what will happen for them, based on the aggregation of what has happened to those who have come before. ● Again, boil it down to the units of output. Ideally with a rough takeaway metric. ● E.g., “For every million dollars in annual revenue, Affirm will drive around $100k of additional spend.”
  51. 51. Founding Sales Decks - Qualitative Proof of a Better Solution https://twitter.com/foundingsales ● Stories ● Reputation issuers ● Appeal to authority Qualitative Proof of a Better Solution
  52. 52. Founding Sales Decks - Qualitative Proof of a Better Solution ● Testimonials correlated to value props. Ideally with #s. ● Focus on your key segments and verticals. ● Write it for them. Make them sound awesome. Send them a gift card. ● Doesn’t have to be a “success story”, but can be. ● Pull out the $$$. This one would be better with that information. https://twitter.com/foundingsales Customer “stories”
  53. 53. Founding Sales Decks - Qualitative Proof of a Better Solution https://twitter.com/foundingsales Anecdata!
  54. 54. Founding Sales Decks - Qualitative Proof of a Better Solution ● Press Mentions: These folks pay attention to you. ● Analyst Coverage: They pay attention to you. ● Investors: You’re not going away. ● Awards: You can apply for these. https://twitter.com/foundingsales Company Reputation
  55. 55. Founding Sales Decks - Qualitative Proof of a Better Solution ● Organizational Gravitas: Not the common case, but maybe. ● Funding / Investors: You’re not going away anytime soon. https://twitter.com/foundingsales Founding Narrative
  56. 56. Founding Sales Decks - Qualitative Proof of a Better Solution ● Have all manner of segments and verticals ● Careful: They may know some of these folks. ● Don’t worry about permission to start. But bake it into MSA. ● But you can’t send it. ● Be careful of disappearing logos. https://twitter.com/foundingsales The “Logo” slide
  57. 57. Founding Sales Decks - Why this will be so easy https://twitter.com/foundingsales ● Make it easy for them. ● Make it clear there is a roadmap. ● WIFM (What’s in it for me?) Why this will be so easy.
  58. 58. Founding Sales Decks - Why this will be so easy ● Skepticism: They’ve seen these promises before. ● Work: Are you creating work for me? ● Systematized: Is this already solved? https://twitter.com/foundingsales Follow the yellow brick road
  59. 59. Founding Sales Decks - Why this will be so easy ● Skepticism: They’ve seen these promises before. ● Work: Are you creating work for me? ● Systematized: Is this already solved? https://twitter.com/foundingsales Follow the yellow brick road
  60. 60. Founding Sales Decks - Why this will be so easy ● Human face: Take advantage of your staff. ● WIFM: What’s in it for staff and decisionmakers? https://twitter.com/foundingsales Follow the yellow brick road
  61. 61. Founding Sales Decks - Why this will be so easy https://twitter.com/foundingsales MVP!“Features” of “Why so easy!”
  62. 62. Founding Sales Decks - Pricing https://twitter.com/foundingsales ● They’re going to ask. So have it. ● Keep It Simple, Stupid ● Peak “rack rate” - you’re going to discount Pricing Slides
  63. 63. Founding Sales Decks - Pricing https://twitter.com/foundingsales
  64. 64. Founding Sales Decks - Appendices https://twitter.com/foundingsales ● Objection slides. ● “Choose your own adventure” slides. ● Edge case slides. Appendices & General Points
  65. 65. Founding Sales Decks - Appendices https://twitter.com/foundingsales Objection Handling ● Have an answer to every question. (Like with fundraising) ● Second time you hear it, make a slide. ● Great for time of presentation, pulling together into “custom deck”, and later for one-off emails.
  66. 66. Founding Sales Decks - Appendices https://twitter.com/foundingsales Edge case features ● You will have questions / features that apply to 10% of user base. ● Don’t have to be in the main deck, but have available.
  67. 67. Founding Sales Decks - Structured for Extensibility Bare bones vs. Fractal vs. Rich. https://twitter.com/foundingsales
  68. 68. Founding Sales Decks - Structured for Extensibility Bare bones vs. Fractal vs. Rich https://twitter.com/foundingsales
  69. 69. Founding Sales Decks - Structured for Extensibility Bare bones vs. Fractal vs. Rich https://twitter.com/foundingsales
  70. 70. Founding Sales Decks - Production Value of Slides Production Value of Your Slides: Don’t worry about it, never gate content on production value. https://twitter.com/foundingsales
  71. 71. Founding Sales Decks - Production Value of Slides Production Value of Your Slides: A little bit of shine can be nice. https://twitter.com/foundingsales Template Slides
  72. 72. Founding Sales Decks - Content Management and Deployment Content Management and Deployment: Janky PPT Github; Clearslide / Docsend; Deck for Presenting, Deck for sending https://twitter.com/foundingsales
  73. 73. Founding Sales Decks - Your Sales Narrative, Weaponized https://twitter.com/foundingsales ● The Problem and who has it ● Cost of the Problem ● Existing Solutions & their Challenges ● What has changed ● How your solution works ● Quantitative Proof ● Qualitative Proof ● Company-centric Proof ● Why this will be so easy (Customer Success) ● Pricing ● Appendix http://firstround.com/review/To-Build-An-Amazing-Sales-Team-Start-Here-First/ (Google “First Round sales narrative - put it in Pocket ; ) (Also, example TalentBin master deck here) The major components of your deck
  74. 74. Pete Kazanjy - Product Marketer / Product Manager turned Sales Leader @kazanjy on Twitter (Find me on LinkedIn too / petekazanjy@stanfordalumni.org ) Writing @foundingsales

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